Course11010716160 lectures
Product and Brand Management
Prof. Vinay Sharma · IIT Roorkee
About
The structure of this course is based on one of the most important learning required for all the students seeking to join professional life and all the professionals seeking to excel including heads and leaders of institutions and Non-Profit and even Government Organizations. Its a combined package of two subjects to give its readers a comprehensive knowledge.
PRE-REQUISITE : Basic understanding of Fundamentals of Marketing will be beneficial
INTENDED AUDIENCE : Students of Marketing, Students who wish to learn Marketing and Branding, Executives and Administrators
INDUSTRY SUPPORT : All industries, institutions and even individuals who may think of promoting themselves and their products and services as brands
Lectures
Week 1
- Introduction to Product & Brand Management
- Defining Product
- Terminologies Associated with Product - 1
- Terminologies Associated with Product - 2
- Terminologies Associated with Product - 3
Week 2
- Terminologies Associated with Product - 4
- Product Management & Concepts Associated with Product
- Product Classification
- Product Differentiation and its Elements - 1
- Product Differentiation and its Elements - 2
Week 3
- Product Positioning - 1
- Product Positioning - 2
- Product Life Cycle -1
- Product Life Cycle - 2
- Product Life Cycle - 3
Week 4
- Saddle Effect & Relationship of Product with Marketing Mix Elements
- Market and Product Planning- 1
- Market and Product Planning- 2
- Product Strategy and Decisions- 1
- Product Strategy and Decisions- 2
Week 5
- Product Decisions
- Product Portfolio Management
- Product Category Management
- Customer Analysis
- Competitors Analysis
Week 6
- Product Pricing
- Product Pricing and Packaging
- Product Distribution
- Design Thinking- 1
- Design Thinking- 2
Week 7
- Design Thinking – 3
- Product Innovation -1
- Product Innovation – 2
- New Product Development
- Reflexivity, Insight, and Value Co-Creation
Week 8
- Brand Management
- Defining Brand
- Strategic Brand Management Process
- Brand Proposition
- Customer-based Brand Equity -1
Week 9
- Customer-based Brand Equity - 2
- Brand Positioning
- Brand Resonance Model
- Brand Value Chain -1
- Brand Value Chain- 2
Week 10
- Brand Equity Elements - 1
- Brand Equity Elements- 2
- Designing Marketing Programs to Build Brand Equity
- Secondary Brand Associations
- Brand Audit and Research
Week 11
- Brand Architecture Strategies and Brand Portfolio
- Brand Portfolio and Brand Hierarchies
- Brand Equity: Measuring Outcomes- 1
- Brand Equity: Measuring Outcomes- 2
- Brand Extension
Week 12
Syllabus and materials
At NPTEL, as the course publishes them.
Credits and licence
- Institution
- IIT Roorkee
- Department
- Management
- Teacher
- Prof. Vinay Sharma
- Level
- Undergraduate
- Language
- English
- Subjects
- Business and management
- Source
- NPTEL
- Licence
- CC BY-NC-SA, as NPTEL states it. Non-commercial use only. NPTEL's terms
- Attribution
- NPTEL states: "Distributed under Creative Commons Attribution-ShareAlike / CC BY - NC - SA", beside a BY-NC-SA badge.
- Who can watch
- NPTEL gives no rating. Invisible Network shows it to Tweens profiles and older, judged from what the source says about it. How courses are placed
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